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MarCom Collective Engage Clients on Sustaining a Strong and Healthy Advertising Eco System

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The MarCom Collective recently made an appeal to clients on behalf of marketing communication industry, requesting them to refrain from calling for pitches and competitive quotations with concepts and to continue to work with their existing partners until the current situation eases for all. The proposed timeframe is 18 months, commencing from 1st July 2021.

In the event a pitch is unavoidable, the Collective has proposed a series of steps for Companies to consider. 1. Decide on an agency based on credentials submissions 2. The proposed minimum limit that defines a project as large enough to be called for a pitch should yield a net ad spend that exceeds Rs 10 million per annum in respect of creative production for ad agencies, a spend of Rs. 5 million per event in respect of event companies, a spend of Rs. 25 million per annum in respect of digital companies, a spend of Rs. 100 million in respect of media independent companies. In addition, it proposes that clients evaluate credentials of all suitable agencies but limit the final selection to 3 agencies/companies only for pitch submissions. Lastly, it proposes that clients consider paying a minimum fee of 150,000 for the pitch work presented by the two unsuccessful bidders. In the case of event companies and outdoor companies it requests clients to ask for cost proposals only.

The Collective stated that, at present the marketing communications industry is under tremendous pressure as a result of the ongoing pandemic and many agencies have had to take drastic measures in order to survive. The added burden of a pitch and uncertainty associated with it, only increases the pressure they face. This request comes because of the significant increase in pitches being called for by clients which are considered arbitrary in nature.

Commenting on the appeal that is being made to clients, Roshan Wijeyaratne – President, MarCom Collective and President, Event Management Association of Sri Lanka said, “The marketing communications industry has been quite challenged due to the prevailing global health and financial crisis. We believe that it is important for us to join hands and use our time and talent productively and not wastefully. The marketing communications industry thrives on relationships, as such we are confident that by working together in partnership over the next 18 months, will only enable companies to recoup some of the losses that have been incurred during the past 15 months. Pitches cost money and time, which Agencies, Event companies Media independents, Printing companies, Research and Outdoor Advertising companies can ill afford.”

​”As a member of the IAA, which represents clients, media, and advertising agencies, I believe the request being made is timely. It is only fitting for us to come together as members of the business community and be mindful of the current situation and lend our support in ways that we can. Engaging and remaining with our current partners we feel is reasonable, as it can only strengthen and build the working relationship when facing such a challenging time.” said, Tharaka Ranwala – First Vice President, MarCom Collective and President, International Advertising Association (IAA) – Sri Lanka Chapter.

Sugiban Sathiayamoorthy – Second Vice President, MarCom Collective and President, Association of Accredited Advertising Agencies, Sri Lanka (4As) stated, “Members of the 4As have raised heightened concern over the significant increase in arbitrary pitches being called for during this time. A huge investment in time and money are incurred by agencies for pitches and the expected business either does not yield the promised revenue, at times not awarded at all or the business is awarded on a predetermined decision leaving a wealth of brand and category knowledge with clients who haven’t paid any money for it. This practice challenges ethical business norms even under normal circumstances but has become an increasingly alarming trend during pandemic times. If clients are compelled to call for a pitch for their business, I hope clients will respect agencies and at least pay for their efforts through the proposed pitch fee.”

 

The MarCom Collective is an industry body comprising of nine associations representing the advertising and marketing communications sectors as well as businesses and professionals associated with them, that came together following the crippling impact of COVID-19. The Collective continues to engage with its members and other stakeholders to bring to light the diverse issues faced by the sectors and how they could work together to address them in a post COVID-19 business environment.



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GS1 Lanka drives Sri Lanka’s shift to 2D barcodes

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GS1 Lanka marked its 10th Annual General Meeting with a focus on the next stage of product identification in Sri Lanka, as businesses prepare for the wider adoption of 2D barcodes and the growing demand for trusted product information.

Addressing the AGM, GS1 Lanka president Revan Fernando noted that GS1 has been giving Sri Lankan products a globally recognised identity for more than 30 years. He pointed to the shift from traditional barcodes to 2D barcodes as the next major step, particularly as consumers increasingly look beyond a product’s identity to information they can trust about its origin, ingredients, authenticity and use.

GS1 Sunrise 2027 is a global industry initiative aiming to transition retail checkout systems to read 2D barcodes such as QR codes and Data Matrix codes alongside traditional 1D UPC stripes by the end of 2027

Under its Sunrise 2027 initiative, GS1 Lanka is working with the retail and healthcare sectors to prepare businesses for the transition to 2D barcodes. Unlike a conventional barcode used at checkout, a GS1 QR code can also connect consumers to a wider range of product information and support traceability and product verification through GS1 standards.

Fernando also called on brands to get involved in the transition, noting that the change will require businesses to rethink how they use the limited space on product packaging and how they communicate with consumers. GS1 Lanka will also introduce a new retail information platform to help member brands provide richer product information and improve the presentation of their products to consumers.

GS1 Lanka CEO Alikie Perera said the organisation’s work is increasingly focused on helping Sri Lankan businesses keep pace with changes in global supply chains and consumer expectations. The next phase will place greater emphasis on 2D barcodes, GS1 Digital Link, traceability and digital product information, as businesses prepare for a more connected and information-rich marketplace.

At the local level, GS1 Lanka continued its awareness programmes for entrepreneurs, SMEs, manufacturers and exporters, covering product identification, barcode standards, traceability, supply chain efficiency and market access. The organisation has also seen growing adoption of GS1 Activate and Verified by GS1, with more than 5,500 member companies registered on the platforms and over 20,000 product records uploaded.

The AGM concluded with a recognition of the contribution of GS1 Lanka’s members, partners, Board and team, while setting the direction for the organisation’s continued work to bring global standards and new product identification technologies into wider use among Sri Lankan businesses.

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Sri Lanka must rethink plastics before waste crisis deepens, says OUSL Vice Chancellor

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Dignitaries at 3rd ICPIES

By Ifham Nizam

Sri Lanka’s plastic problem can no longer be treated simply as a waste-disposal issue, with the country facing mounting pressure on its coastal environment, fisheries, communities and public health, Vice Chancellor of The Open University of Sri Lanka Senior Professor P. M. C. Thilakerathne said.

The country must move beyond collecting and disposing of plastic waste and fundamentally rethink how plastics are designed, produced, consumed and recovered, Prof. Thilakerathne said, calling for a national shift towards a circular economy.

Addressing the 3rd International Conference on Plastics, Innovations and Environmental Sustainability, he said Sri Lanka’s experience, particularly the environmental fallout from the 2021 X-Press Pearl disaster, demonstrated why plastic pollution required urgent national attention.

The X-Press Pearl disaster resulted in large quantities of plastic pellets being released into Sri Lanka’s coastal waters, with impacts extending to marine biodiversity, fisheries and coastal livelihoods.

For an island nation whose economy and communities are closely connected to the sea, he said, plastic pollution could not be viewed as an environmental issue separate from national development.

” For Sri Lanka, these figures are not abstract,” Prof. Thilakerathne said, pointing to the global growth in plastic production and waste.

The world produces hundreds of millions of tonnes of plastics annually, while only a small proportion of plastic waste is recycled. A substantial amount ends up in landfills or is leaked, dumped or otherwise mismanaged.

The scale of the global problem has direct relevance to Sri Lanka, he said, because waste that is inadequately collected or managed can ultimately find its way into waterways and the ocean.

The Vice Chancellor said Sri Lanka therefore needed to strengthen not only waste collection and recycling but also the systems that determine what products enter the waste stream in the first place.

“Much of the waste problem is decided at the drawing board,” he said.

Products should be designed for reuse, recycling and disassembly, while businesses should be encouraged to adopt models based on refill, repair and reuse rather than continued dependence on single-use plastics.

He said Sri Lanka also had an opportunity to develop locally appropriate alternatives using renewable resources and agricultural residues.

The country’s coconut industry and other agricultural resources could support research into alternative materials, he said, but scientists must ensure that such substitutes were genuinely environmentally sustainable and did not simply shift the environmental burden elsewhere.

For Sri Lanka, the challenge is particularly important because plastic pollution intersects with several economic sectors.

Fishing communities depend directly on healthy marine ecosystems, while tourism depends heavily on the country’s beaches, coastal areas and natural environment.

Plastic pollution can therefore translate into economic and livelihood pressures in addition to its ecological consequences, Prof. Thilakerathne said.

He also warned that the problem extended beyond visible plastic waste.

Microplastics and nanoplastics have been detected in drinking water, food and air, while research into their potential effects on human health is continuing.

The longer-term public-health implications represented an important area for scientific research, he said.

Prof. Thilakerathne called for stronger cooperation between universities, government institutions, industry and local communities to develop solutions suited to Sri Lanka rather than relying solely on technologies or approaches developed elsewhere.

Universities, he said, had a responsibility to generate the evidence needed for national policy and to ensure that research reached the communities and industries expected to implement it.

This is where OUSL could make a particular contribution, given its nationwide network and large population of students, including working adults, teachers, professionals and learners from rural communities.

The university plans to strengthen environmental sustainability and circular-economy principles across its curriculum, expand professional education on waste management and sustainable materials, develop international research partnerships and improve sustainable practices within its own campuses and centres, he said.

Prof. Thilakerathne also called attention to the thousands of people who earn a living through informal waste collection and recycling.

Any national strategy, he said, must recognise the contribution of these workers and ensure that the transition towards a circular economy does not leave them economically vulnerable.

Sri Lanka has already introduced restrictions on a number of single-use plastic products, but the Vice Chancellor said regulations must be accompanied by enforcement, investment in recovery infrastructure, industry participation and changes in consumer behaviour.

At the international level, he said, Sri Lanka also needed to contribute actively to efforts to address plastic pollution, backed by credible national scientific research.

The global nature of the plastics trade and pollution meant that action by individual countries alone would not be sufficient.

The conference therefore provided an opportunity for Sri Lankan researchers to connect local environmental challenges with international research and technological developments, he said.

Addressing young researchers and students, Prof. Thilakerathne urged them to measure the value of their work not only by academic publications but also by its ability to produce practical change.

He encouraged researchers to work across disciplines, engage with policymakers and industry, and remain connected to communities affected by the problems they study.

“The most meaningful research is that which changes practice,” he said.

He said Sri Lanka’s plastic crisis ultimately required a change in the country’s approach to materials, consumption and waste.

“Our task is not to abandon the material that shaped the modern world but to make it compatible with the sustainable one,” Prof. Thilakerathne said.

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The internationally acclaimed play ‘Every Brilliant Thing’ comes to Sri Lanka

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Theruni Indrapala

Prepare for a theatrical experience that brings people together and celebrates life. The Peterite Arts Foundation, in proud association with World Vision Lanka, announces the showing of an amateur production arranged with Casarotto Ramsay & Associates Ltd. Every Brilliant Thing, the acclaimed solo play by Duncan Macmillan and Jonny Donahoe. Directed by Theruni Indrapala, the play’s lead is played by former Peterite Mario de Soyza. This uplifting, interactive production will run at Kamatha Studio, BMICH, Colombo, from 05 to 08 November 2026.

Every Brilliant Thing tells a deeply moving yet joyful story. At seven, the narrator begins listing everything worth living for, from ‘ice cream’ and ‘things with stripes’ to ‘rollercoasters’, hoping to help his mother through depression. Over time, the list grows to more than a million entries and becomes a lifelong source of comfort for the narrator.

What began as a short monologue in 2006 has grown into a global phenomenon, performed in more than 80 countries across five continents. Its hopeful message has reached audiences in extraordinary settings, including aboard the USS George H.W. Bush aircraft carrier. The play has also been translated into 44 languages, including Arabic and Greek, with a special Chinese adaptation titled Every Brilliant Little Thing.

The play’s need for emotional intelligence, openness and a strong connection with the audience attracted a distinguished line-up of performers. Following a successful West End run featuring Sue Perkins and Minnie Driver, the play made its Broadway debut at the Hudson Theatre, where it ran from 21 February to 9 August 2026. Tony Award winner Daniel Radcliffe opened the Broadway production, receiving critical acclaim and a Tony nomination for Best Lead Actor in a Play. Law & Order: SVU icon Mariska Hargitay then made her official Broadway debut in the role, followed by Golden Globe winner Tracee Ellis Ross, who closed the run.

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